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헤어샵 이용 소비자의 구전정보가 방문의도에 미치는 영향
황연순,구양숙 한국의류산업학회 2005 한국의류산업학회지 Vol.7 No.2
The purpose of this study was to investigate the infiluence of positive and negative word-of-mouth informations on visiting intention of hairshop customers. Data were collected from 342 adult females and analyzed by using frequencies, factor analysis and regression utilizing SPSS/ PC+. The results showed that positive wont-of-mouth informations such as shop employees' skill/attitudes, physical benefit, comfortable facilities, time saving/consistent service, kindness and rational price had influence on the visiting intention of hairshop customers. The negative word-of-mouth informations that consumers had experienced using hairshop were categorized as untrustworthy face-to-face customer management. non-customer service oriented mind, and unskilled employees/inefficient hairshop environment. The negative word-of-mouth informations had no effect on the visiting intention.
황연순 대한가정학회 2003 Human Ecology Research(HER) Vol.41 No.11
The purpose of this study was to investigate that positive and negative word-of-mouth informations getting hairshop customers have influence on visiting intention of potential consumers. Data were collected from 354 university or college women. The results showed as follows; First, positive word-of-mouth informations that consumers have experienced in using hairshop were employee attitude/technique, consideration in customer's situation, kindness, saving of time/additional service, facilities. rational price, gift service/benefit in conditions of location. Second, negative word-of-mouth informations that consumers have experienced in using hairshop were inconsistent service, service focus on non-customers, irrational price/technique insufficiency/ inadequate compensational system, irrelevance of face-to-face management. Third, in getting positive word-of-mouth informations, consideration in customer's situation, rational price and gift service/benefit in conditions of location, consumers had visiting intention, and in getting negative informations, irrational price/technique insufficiency/inadequate compensational system, consumers had no visiting intention.
연구논문 : 나르시시즘성향에 따른 소비자유형과 의류제품 및 화장품 소비가치
황연순 ( Yeon Soon Hwang ) 한국의류산업학회 2011 한국의류산업학회지 Vol.13 No.3
The primary purposes of this study were to classify consumer`s type according to narcissistic orientation of consumer and then to reveal consumer`s perception differences on consumption value of apparel products and cosmetics subject to the types. Data were collected from 194 female college students in Ulsan. It was analyzed by frequency analysis, factor analysis, cluster analysis and MANOVA, ANOVA using SPSS Win 12.0. The results were as follows: First, consumer`s types classified according to narcissistic orientation were non-narcissist, high-narcissist, leadership and self-absorption. Second, in the consumption value of apparel products case, there were significant differences in effective value, symbolic value and sensitive value among the types. Third, in the consumption value of cosmetics case, there were significant differences in sensitive value and effective value among the types.